Top 10 Digital Marketing Trends in Canada

We are always on the lookout for the latest Canadian media research and insights to better serve our readers and clients (U.S.-based brands and agencies). Our goal is to cut through the noise and provide you with quality and actionable information.

Top Marketer Trends

The Internet of things (IoT): In 2013 there were 28 million connected ‘things’; By 2018 there will be 114 million IoT connections worth more than $7 billion. These will give marketers access to data that they can use to reach consumers more effectively.

Virtual Reality: VR and 360-degree video should become mainstream in 2016, giving marketers access to a more immersive consumer experience.

Digital Out-Of-Home: Enhanced LED & video displays and real-time connections to mobile devices will help this sub-sector grow from 10.9% of OOH spend to 19.2% in 2019.

Beacon testing: Already 29% of all stores worldwide use this technology (and 17% have plans to do so) to send deals in ads directly to consumers smartphones.

Programmatic: Automated digital advertising will continue to grow in 2016 up to 58% of all digital display ad spending, and is poised to reach 66% in 2017.

Programmatic is one of our specialities. Read more about our programmatic services and our partnership with EyeReturn — the leading programmatic technology provider in Canada.

Email marketing: The slowdown in 2015 caused by anti-spam legislation will not affect long-term growth of direct digital advertising, as marketers adjust to the new regulations and intensify their efforts.

Top Consumer Trends

Cord-cutting: Cost-conscious millennials will continue to opt for cheaper streaming services like Spotify, Apple Music, Netflix, and Shomi. Already one-third of Canadians (Aged 16+) use streaming services every day and 32% are Netflix subscribers.

Mobile device usage: eMarketer projects that the time spent on mobile devices will exceed 25% of total media consumption time in 2016; 2015 was the first year in which there were more searches on mobile than on desktop.